May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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155
Six
Positioning Pitfalls
I
n the 15 or so years since I cowrote Positioning: The Battle
for Your Mind, I’ve seen a lot go wrong with even the best-
laid plans. So this time around, it will be worth spending some
time on just what can go wrong in developing and maintaining
a positioning strategy.
Here are the six positioning pitfalls that are at the heart of
many failed programs.
1. The Obvious Factor
Most positioning concepts are painfully obvious. In fact, we
often say that the process is a search for the obvious. What is
obvious inside the company will also be obvious in the minds
of the customers and prospects.
Coca-Cola’s obvious position is that of ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.